ABOUT

Background:
Maaza is an Indian heritage brand that’s part of The Coca-Cola Company. A market player since 1976, it was acquired by Coca-Cola along with Thums Up and Limca.
Having delivered the most authentic mango experience for nearly five decades (and continuing to do so), Maaza is one of India’s most loved beverage and brand. Their strategy however is evolving to solidify the authentic mango experience in one’s every-day life. Not just that, the brand’s engagement approach is aligning itself to today’s digital lifestyle while continuously sharpening it too.

Insights & Strategy:
We tend to celebrate life’s big milestones with great ceremony - from bagging a promotion to buying a home. It’s how we’ve been raised. However, the small, every-day odds that we overcome matter to us just as much. They move us deeply but we hesitate to celebrate them and deem these wins insignificant
So, in a world obsessed with grand gestures for big wins, the thought therefore was to remind people to celebrate life’s small wins. To toast to them with a joyful gulp of Maaza and turn small moments into celebrations.

Creative Idea:
With Maaza’s new positioning, we explored a new world for the brand. The idea was to share stories about celebrating small wins with characters on the bottle itself that are the ‘Aam log’ of India. Everyday people who ritualise celebrating their small wins with Maaza. Making that the key takeaway from this entire campaign across all its legs and media - Maaza is the drink to pick up and enjoy for every small win in life.

Execution:
The film (as does the rest of the campaign’s communication) positions Maaza as the ideal drink to acknowledge and celebrate life’s small wins. The striking visual of characters on the bottle helps truly break the clutter and solidify Maaza’s stance on small wins. As does the film’s jingle which mimics the joy of being able to recognise and celebrate these small wins without any hesitation. Thereby dressing up a simple idea in its absolute Sunday best.